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The book covers all recent developments in Conjoint Analysis. Leading scientists present theory and applications of this technique. In short, the following models, techniques, and applications are discussed: normative models that maximize return, extension of choice-based conjoint simulations, latent class, hierarchical Bayes modelling, new choice simulators, normative models for representing competitive actions and reactions (based on game theory), applications in diverse areas, computation of monetary equivalents of part worth, share/return optimisation (including Pareto frontier analysis), coupling of conjoint analysis with the perceptual and preference mapping of choice simulator results.
List of contents
3P.E. Green: Foreword.- A. Gustafsson, A. Herrmann, F. Huber: Conjoint Analysis as an Instrument of Market Research Practice.- V. Rao, H. Sattler: Measurement of Price Effects with Conjoint Analysis: Separating Informational and Allocative Effects of Price.- S. Simmons, M. Esser: Developing Business Solutions from Conjoint Analysis. H. Sattler, K. Schirm: Measuring the Credibility of Product-Preannouncements with Conjoint Analysis.- D. Baier, W. Gaul: Market Simulation Using a Probabilistic Ideal Vector Model for Conjoint Data.- H. Sattler, S. Hensel-Börner: A Comparison of Conjoint Measurement with Self-Explicated Approaches.- G. Marzocchi, S. Brasini, M. Rimessi: New Product Development in the Software Industry: The Role of Conjoint Analysis.- O. Blomkvist, F. Ekdahl, A. Gustafsson: Non-geometric Plackett-Burman Designs in Conjoint Analysis.- F. Huber, A. Herrmann, A. Gustafsson: On the Influence of the Evaluation Methods in Conjoint Design - Some Empirical Results.- T. Elrod, K. Chrzan: The Value of Extent-of-Preference Information in Choice-based Conjoint Analysis.- T. Teichert: Confounding of Effects in Rank-Based Conjoint-Analysis.-; W. Kamakura, M. Ozer: A Multi-trait Multi-Method Validity Test of Partworth Estimates.- A. Herrmann, D. Schmidt-Gallas, F. Huber: Adaptive Conjoint Analysis.- J. Louviere, D. Hensher, J. Swait: Conjoint Preference Elicitation Methods in the Broader Context of Random Utility Theory Preference Elicitation Methods.- R. Haaijer, M. Wedel: Conjoint Choice Experiments.- B. Dellaert, A. Borgers, J. Louviere, H. Timmermans: Using Conjoint Choice Experiment's to Model Consumer Choices of Product Component Packages.- V. Ramaswamy, S. Cohen: Latent Class Models for Conjoint Analysis.- W. DeSarbo, C. DeSarbo: A Generalized Normative Segmentation Methodology Employing Conjoint Analysis.- J. Huber, B. Orme, R. Miller: Dealing with Product Similarity in Conjoint Simulations.- C. Kolvenbach, S. Krieg, C. Felten: Evaluating Brand Value.- D. Wittink, S. Keil: Continuous Conjoint Analysis.
About the author
Anders Gustafsson teaches service quality management at Karlstad University, Sweden. He is a research leader at the Service Research Center, working on topics such as technology readiness, user-driven service development, and customer orientation.
Professor Dr. Andreas Herrmann ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing an der Johannes-Gutenberg Universität Mainz.
Prof. Dr. Frank Huber ist Inhaber des Lehrstuhls für Betriebswirtschaftslehre, insbesondere Marketing der Universität Mainz.
